Ducati and Lamborghini partner on new museum experience

Ducati has revamped its factory and museum tours, including a new partnership with Lamborghini and the supercar manufacturer's own museum.

Ducati Museum X Lamborghini museum collaboration poster

Ducati has announced updates to its factory and museum tours, which will now work in collaboration with Lamborghini.

The links between Ducati and Lamborghini’s are clear enough, since both are Italian (and located in the 'Motor Valley' area), and both are a part of the Volkswagen Group. In racing, the partnership between the two was forged when Stefano Domenicali (now CEO of F1, and part of the reason F1 logos are present on the Pramac bikes since 2020) was CEO of Lamborghini, and saw the Italian supercar manufacturer take over sponsorship of the Pramac team in MotoGP when their title sponsor pulled out in 2018.

Lamborghini would also lease cars to Pramac MotoGP riders for the weekend over the course of the MotoGP race weekends in Italy. Lamborghini badges can now be found on the front of Ducati’s factory Desmosedici GP.

(Last year, curiously, Francesco Bagnaia won the MotoGP World Championship for Ducati riding bike number 63. Since 2018, when Bagnaia won his first world title in the Moto2 class, Lamborghini has produced versions of its V12-powered Aventador supercar with the number 63 emblazoned on the bodywork to commemorate the company’s founding in 1963.)

Ducati’s partnership with Lamborghini will now extend, for a limited time, to the two brands’ museums, which will be included in one new “experience,” as Ducati puts it: Ducati Museum and Automobili Lamborghini Museum Experience. This ‘experience’ allows visitors to go to both the Ducati and Lamborghini museum in the same day and at a reduced price compared to buying access to each museum separately. Additionally, visitors can use the free shuttle bus to pass from one museum to the other.

The Ducati Museum and Automobili Lamborghini Museum Experience will only be available from 25 March 2023 until 7 May 2023.

In the Ducati Museum itself, Livio Lodi, Curator of the Ducati Museum, will “transfer his great knowledge and passion for the brand,” Ducati says, as part of the new Discovery Tour. This new tour will be led by Lodi, who will share anecdotes and stories from his time at Ducati and from the brand’s history. 

The Discovery Tour led by Livio Lodi will be available one Saturday every month between April and October, for groups of up to 12 people. Each date will have a tour in English, and one in Italian.

Finally, reduced rates (Ducati does not mention specifics) to visit the Ducati Museum will be available for people travelling on Trenitalia Tper trains.

Visit the Borgo Panigale Experience page to book your place on a tour of Ducati’s museum and factory, or the Ducati Museum and Automobili Lamborghini Museum Experience. 

Ducati Monster SP 2023 Review | Riding Il Monstro on UK roads

Ducati Monster SP 2023 Review | Riding Il Monstro on UK roads